This part briefly expounds the project positioning, project name, customer orientation, project characteristics and competitor comparison.
1, project positioning
Theme: Show modern urban life.
Connotation elements: health, vitality, fashion taste, prosperity, comfort, simplicity and convenience.
2. Project name:
City Inn
Name explanation:
The project name should accurately reflect the positioning elements of the project. "City Station" is catchy;
"City Post Station" directly reflects the geographical location of the project and extends a prosperous and convenient concept of urban life. It is related to the famous project "Wan Tao City Station" developed by Wan Tao, and it is simple and easy to remember.
3. Customer orientation
Basic characteristics of major customers:
The age is between 30 and 35, and the family's monthly income is above 8,000.
Small huxing-based, secondary home ownership-based.
Occupation to high-paying white-collar workers, civil servants, the surrounding room-changing customers.
Senior personnel of multinational organizations, enterprises and other large enterprises and offices in Shenzhen.
The purchasing psychology and basic psychological characteristics of major customers;
Easy to accept new things, pursue life taste, and recognize the characteristics and connotations embodied and endowed by the project.
There is no special regional preference for real estate in Futian District.
Have a sense of identity with Wan Tao Company, and have a sense of trust in Wan Tao's property management and environment.
There is some vanity, pay attention to the embodiment of identity, and hope that the property can meet their requirements of self-expression and publicity.
The mentality of buying a house is relatively mature, and there is an intention to buy a house.
Have a certain common sense of buying a house, and have their own ideas about the details, functions and layout of the room.
The characteristics of major customers in purchasing behavior can basically be divided into two categories:
One is a more rational consumer group with a relatively stable source of income. When buying a house, they will compare the comprehensive quality of the real estate, and they need a feeling of "home";
The other category is relatively irrational consumer groups, mostly financial and securities people. They accumulate wealth quickly, are sensitive to economic information, have a lot of idle funds in their hands, and want to buy a house, but real estate does not necessarily mean home, and they prefer to "live".
4. Characteristics of the project
Advantages:
Classic apartment, fashionable facade color, large scale, commercial facilities.
Pan-club leisure concept, decorated (acceptable to customers), hanging garden
Mature supporting facilities, price and Wan Tao's largest project in the city.
Another biggest advantage is high quality and perfect service.
Disadvantages:
Poor surrounding landscape, high building density, visual depression and noise influence.